3 ‘futures thinking’ techniques to stay relevant in a changing world
In times of constant disruption, brand leaders can’t just rely on data alone or even their instinct. Consumer behavior evolves rapidly. Cultural dynamics shift. Technology rewrites the rules overnight. Amidst this uncertainty, one skillset is emerging as a must-have: futures thinking.
More than just trend-watching, futures thinking equips leaders with anticipatory intelligence—the ability to make informed decisions today by understanding what might happen tomorrow.
We asked Darwin Sy Antipolo, our subject matter expert on futures thinking, how brand leaders may use this strategic mindset to stay relevant, resilient and bold in the face of ambiguity.
Scan for weak signals, not just big trends
Futures thinking is really about today, not a single point of a defined future. Today’s fringe behaviors are tomorrow’s mainstream expectations. You visit art exhibitions, read academic journals and scan for novel ‘news’ sources. These will be the basis for analyzing signals (faint indicators of change) with established mega trends like demographic changes, technological advancement and others. For example, how will your brand capitalize on the rise of digital nomads? This was a weak signal before the mad rush by many governments to ride on this wave with policy reforms. Brand leaders develop skills in recognizing patterns and opportunities before competitors do.
Build multiple future scenarios to stress-test strategy
There is no one singular future for us to walk into. The future does not exist, and you don’t predict one. Futures thinking explores the many plausible, alternative scenarios.
You will build worlds based on drivers of change to develop or test your brand strategies. Imagine your brand moving towards or inside a scenario you have already built and planned, like a global pandemic or a trade war. You will be able to employ tactical activities that may reduce their impact on your brand.
Employing futures thinking will help you avoid strategic blind spots and build flexible plans that can thrive, not just survive, in different future contexts.
Create future personas to anticipate evolving customers
Today’s consumers might not be tomorrow’s. Futures thinkers define how values, needs and priorities might change with emerging customer archetypes. You can imagine future personas to help you stay ahead of shifting expectations and design offerings that resonate with who your audience is becoming.
Let’s take Generation Alpha (born between 2010-2025) and what they will become by 2035. There are no certainties in the many possible futures. If your brand, however, has a preferred one, ‘pull’ your brand towards it. To illustrate, offer calligraphy classes to Generation Alphas today in anticipation of push-back on a current trend of digital-first learning modality.
Futures Thinking isn’t about predicting the future—it’s about preparing for it. It builds the anticipatory capacity every brand leader needs to thrive in a world that refuses to stand still.
Join our one-day workshop to gain hands-on experience with these futures thinking techniques—and start shaping the future of your brand today.
Antipolo will facilitate a workshop titled Futures Thinking for Brand Strategy: Anticipating Changes and Staying Relevant on July 11, 2025, in Makati City, organized by Inquirer Academy. This workshop can also be customized to meet the specific needs of your organization.
